When the Mall of Asia opened in 2006, Henry Sy, Sr. was walking around the SM Store alongside Ma. Cecilia Abreu, then assistant vice president for store operations.
As was usually the case with Mr. Sy, he dropped by the shoe section, checked the displays, and then asked a few questions to the sales clerks. “Marami pa ba nito? Are these fast-moving?”
The questions did not stop there. Holding one sandal, he asked Abreu a question that stayed with her: “Can our customers still afford to buy our sandals at this price?”
“Ang iniisip niya talaga is kaya pa ba ‘to ng customer. Very consistent si Mr. Sy when understanding his customers, what they want, and what they need,” Abreu shared.
That consistency in understanding its market has stayed with SM through the years. Providing customers with affordable and quality items goes way back to Mr. Sy, Sr., or Tatang, as he was fondly called by those whose lives he touched.
Continuing the story of the SM Makati customer, Chelo Monasterio, once an SM Makati branch manager, said, “Tatang felt that SM is for everyone. That’s why di ba kahit pag typhoon, we will open. It was because, for Mr. Sy, we are a shelter for people.”
Monasterio joined SM 41 years ago, back when there were only three stores: Quiapo, Cubao, and Ermita. Climbing the ladder from HR manager, SM Makati branch manager to becoming SM Store president, and now a consultant for SM Retail, Monasterio shared with pride, “We were trained by Tatang. So what we think, what we impart came from him. He molded us to be what we are. He managed us but he did not make us scared of him. We could tell him how we felt and he would never take it against us. He listened to what people had to say.”
According to Monasterio, Tatang was not flowery with his words. He was very direct to the point. These words, simple as they may seem, but for her, “these are the words that I carry with me.” In one instance, Tatang told her. “Chelo, there are two traits that you should have that will make you successful. One, you have to have common sense. And the other one is you have to have industry.”
Tatang liked to spend time and talk and share his dreams and aspirations.
“When he shared it with you, you would feel a certain affinity – that you belonged and that you were going to help him with his vision,” Monasterio said.
In 1978, Siaco was a practicing medical technologist who dared to try something outside of her comfort zone. She started her journey as Shoemart Inc.’s supplies officer that year. This is where her organizational skills and attention to detail would come in handy.
Seeing that Siaco thrived on challenges, she was given the task by Mr. Sy of becoming an acting warehouse manager. “I told him that it’s a man’s world, but he told me to train as a warehouse manager. He said to me, ‘I need your talent. I don’t need your physical strength. That would be too taxing for you,’” Siaco shared.
This encouraged her and inspired her to enroll in management courses.
For her, Tatang was a disciplinarian, like a strict teacher. “If you made a mistake, iko-correct ka na niya – on the spot.” She also said that he also informed the affected staff of the consequences of the mistake.
Abreu shared another anecdote. “Supermarket. After his usual ‘rounds,’ Tatang bade farewell to everyone. He got into his car but before the car even left, Mr. Sy got out of the car. Everyone was still outside, waving and thanking him for the visit. Mr. Sy said in a clear voice ‘I want to thank each and every one of you for your hard work.’”
Today, his employees and colleagues from the small stores of Quiapo and Makati still proudly share stories of their encounters with Tatang, the visionary behind the great success that is SM.
